Coping and Adaptation Strategies of Traditional Market Traders in Facing Digitalization

Irma Hakim; Yeni Yeni; Diah Hari Suryaningrum; Fajri Maulana; Fahruni Khaerunnisa

doi:10.63922/ijebir.v5i05.6331

Irma Hakim Universitas Muhammadiyah Makassar, Indonesia
Yeni Yeni Universitas Muhammadiyah Pontianak, Indonesia
Diah Hari Suryaningrum Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
Fajri Maulana Universitas Jember, Indonesia
Fahruni Khaerunnisa Universitas Indonesia Timur, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6331

Keywords: Coping Strategy, Adaptation, Traditional Market Traders, Digitalization

Abstract

Digitalization has brought changes to trade patterns and consumer behavior, including the activities of traditional market traders. These changes present opportunities to expand marketing and increase transaction convenience, but also raise challenges such as limited digital literacy, changing consumption patterns, competition with online commerce, and concerns about technology use. This study aims to analyze the coping and adaptation strategies employed by traditional market traders in the face of digitalization. The study used a qualitative approach with a descriptive design. Data were obtained through in-depth interviews, observation, and documentation of traditional market traders experiencing changes due to the development of digital technology. Data analysis was carried out through the stages of data reduction, data presentation, conclusion drawing and verification, while data validity was ensured through triangulation of sources and techniques. The results show that traders use various coping strategies, including problem-focused coping, emotion-focused coping, and social coping. These strategies are realized through efforts to learn digital technology, utilize WhatsApp and social media for communication and promotion, accept digital payments, maintain relationships with customers, and obtain support from family and fellow traders. The most prominent form of adaptation is a hybrid trading pattern, which combines conventional trading systems with digital technology. The main obstacles to the adaptation process include limited digital literacy, age, a habit of using conventional systems, concerns about transaction security, and limited mentoring. This study concludes that coping and adaptation skills are crucial factors in maintaining the sustainability of traditional market traders' businesses amidst digital transformation. Digitalization needs to be developed through an empowerment approach that includes literacy, training, mentoring, and strengthening traders' social networks.

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